Here's why indie movie theaters are more fun than multiplexes

Friday

Apr 13, 2018 at 8:10 PMApr 14, 2018 at 7:44 AM

After five years working at the Mendon Twin Drive-In Theater, one night sticks out for general manager Michael Neville.

A warm September night in 2015, traffic snarled down Milford Street as more than 200 cars inched their way into the decades-old drive-in. As dusk fell, people made themselves comfortable, curling up with blankets or climbing into their trunks. It was "Grease" night.

“Kids, women, everyone was outside and singing along” to songs from the 1978 musical starring John Travolta and Olivia Newton-John, said Neville. “It was really cool to see.”

The Mendon Twin Drive-In Theater opens this weekend for its 64th year, and its owners hope to attract large audiences with movies such as "Rampage," "Jumanji: Welcome to the Jungle" and "Ready Player One." In the age of web streaming and giant multiplexes, independent cinemas are using new strategies to confound expectations, hold onto their market, and give moviegoers personal and unique experiences.

The Fine Arts Theatre Place in Maynard leans into the nostalgia factor to drive audiences. Opening the door to the Summer Street theater is like stepping back in time. The historic 1940s cinema was revamped in 2013, with owner Steven Trumble choosing to stay true to the retro vibe. An old-school popcorn machine greets customers in the lobby, and heavy red curtains open and close over the screens. On the outside, red curling letters simply read "Fine Arts."

Walls are lined with vintage movie posters, some faded with age, including "Saturday Night Fever" and "Butch Cassidy and the Sundance Kid." Business manager Will Collura said he often sees patrons pause in the hall to explain the older movies to grandchildren.

“Their faces brighten when they tell kids about different movie posters,” he said.

Many customers remember the Fine Arts Theatre for first dates or nights out with friends, said Collura. One Sudbury woman frequently visits the small cinema because it was where she met her late husband.

“Many people have memories of Fine Arts Theatre and that drives a lot of business for us.”

Often, independent cinemas can show films in ways impossible at enormous multiplexes like AMCs and Showcase cinemas. The Center for the Arts in Natick holds a silent film series, pairing classic silent films with live musical scores. Next up is the 1924 version of "Peter Pan," at 4 p.m. on Sunday with musician Jeff Rapsis playing on the theater’s grand piano.

“It’s not something you’d be able to see everywhere,” said David Lavalley, the executive director of the organization.

Neville, the general manager in Mendon, said that the iconic cinema tries to make seeing a movie feel like an event. They’ve done everything to generate excitement, from Dog Day for a showing of "The Secret Lives of Pets" to holding a carnival for the release of the thriller "It."

“People were freaked out, waiting for the clowns to pop out,” said Neville. “It’s something you wouldn’t be able to do at Blackstone or Bellingham (cinemas).”

Deana Cijan, the director of operations at the Fine Arts Theatre, said some customers can get frustrated because they can only show three titles at once. At the same time, she said, the small size is precisely why many prefer it to a multiplex.

“We’re small so it feels more intimate here. We get to know our customers. We know many on a first-name basis,” said Cijan. “I think if we were any bigger, people might get lost in the shuffle."